Designing Revenue | Fresh Tilled Soil

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creating useful &

profitable products

Presented by

richard banfield

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designing

revenue

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same performance

but significant price difference

25%

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what we’ll learn today

Best Practice& More

The Empirical Evidence

Customerknow how

The Emotional Animal

product design is hard

unless you have an awesome team with a plan

Research &Analysis

The Behavioral Science

Execution& Planning

The Roadmap to Success

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introduction

why is a biologist

teaching user

experience design?

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your customer

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The Emotional Animal

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homo-sapiens

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Another useless measurement

Som

e be

havi

oral

m

easu

rem

ent

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irrational

Are we really in

control of our

decisions?

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the same but different

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information

data is not enough

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information

data is not enough

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information

data is not enough

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information

data is not enough

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storytelling

people remember

stories that have an

emotional connection

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happiness

people are more

likely to make

decisions when happy

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making happy

Make it easy

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Mak

e it

mot

ivat

ing

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emotions

Emotions are often irrational

...this means...

Emotions drive decision making

Information is not enough, and...

Happiness leads to better decisions

Happiness can be manufactured

Significantly more work for product designers

But, higher adoption and deeper loyalty

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RESEARCH & ANALYSIS

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The Behavioral Science

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persuasion

let’s start with how

emotions lead to action

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persuasion

“persuasion requires...

...motivation, ability and

a trigger.”

BJ Fogg

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persuasion

In other words...

successful product design

meets our goals, our

expectations and is easy to use

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triggers

Rejection

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Acceptance

PainPleasure

FearHope

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double duty

Easy to Do

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Hig

h M

otiv

atio

nLo

w M

otiv

atio

n

Hard to Do

Make it motivating

Make it easy to do

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pathways

Easy to Do

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Hig

h M

otiv

atio

nLo

w M

otiv

atio

n

Hard to Do

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starting point

storytelling

scenarios

storyboards

personas

interviews

prototypes

the 5 whys

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starting point

geoff’s story

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Geoff wants to join a gym to get fit but he’s intimidated by the other gym members, who all seem to be fitter and

stronger. How can he improve his experience?

What if Geoff could work out at home with all of the benefits of a personal trainer at the gym?

Geoff feels if he could track his progress and communicate with a trainer without having to go to the gym he’d be able

to reach his fitness goals with less stress.

What other tools will Geoff need to accomplish this goal? Are these tools reducing the stress Geoff feels?

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audience

jane

smith

Business Owner

Steve

hollister

Retired Lawyer

sarah

chang

Single Mom

who else looking for a solution to their problem?

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audience

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3d matrixWho: What type of customer?

Where: In which places do they access their information?

What: Why are people accessing their information?

Financial Advice OnlineHome (desktop/laptop)

ASPIRING

ASPIRING

RECOVERING

MONEY MINDER

IMMATURE CREDIT

OFFICE (desktop/laptop)

CC/ LOAN (MOBILE)

CAR DEALERSHIP (MOBILE)

OPEN HOUSE (MOBILE)

home making

Financial repairs

Financial planning

insight / education

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Aspiring Recovering Money Minder Novice / Immature

Credit Report CardBest Matches

Educational Articles

Credit Report CardBest Matches

Educational Articles

Credit Report CardFraud Risk

Credit Report CardEducational Articles Products

Want to get a handle on their credit to plan out next financial

steps

Credit is in bad shape - need to see their current situation and

seeking help to fix it

Want to keep an eye on their credit to make sure they are

secure going forward

Needs to be educated on credit and how it effects them Triggers

Home pageEducational articles

Find a Loan

Home pageEducational articles

Products for Bad Credit

Home pageProducts for Good CreditIdentity Theft Protection

Home pageProducts for Students

Products for No/Low Credit

Content(top traffic pages)

lifestyle articlesexpert blog articles

estimators and calculatorsproduct comparisons

topical partner articlesEducational articles

planning tools

CRC widgetforum widget

expert blog articlesestimators and calculators

partner offerscrc widget

planning toolsproduct comparisons

Tech Tools

Home Loans/MortgagesCards for Good Credit

Cards for Bad CreditBalance Transfer Cards

Personal LoansCards for Excellent Credit Student Cards

Cards for No/Low Credit Partners

2D matrix

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mobility

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recovering

money mindernovice aspiring

1. reduce debt quickly2. improve credit score3. control debt and credit

goals:

bottom line:move from managing debt to eliminating debt

1. manageable level of debt2. improve credit score3. find lower interest products

goals:

bottom line:get in control of finances, debt and credit

1. monitor good credit2. prevent new risks3. find high-reward products

goals:

bottom line:maintain the status quo and finish strong

1. find out credit score2. find qualified products3. understand their credit

goals:

bottom line:get started and learn how to stay in control

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Current FLOW

Home Page

Step One Step Two Step Three

Dashboard

tools

Signup Process

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RECOMMENDED FLOW

Home Page

Step 1-3

Dashboard&

tools

Signup Process

Signup steps are combined into a single

modal to reduce bounces

Tools now function as the dashboard with fraud risk

features integrated

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user journeys

forum

credit estimator

Dashboard

article

signup

widget

Money Minder

Monitor good creditPrevent new risks

Find high-reward products

Goals:

Credit Card Vendor

Pre-qualify low-risk clientDevelop brand loyaltyReduce cost of service

Goals:

product offers

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sketching

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wireframes

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designs

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BEST PRACTICE &

connections

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good design matters

Humans make emotional decisions

Humans are irrational

Humans prefer happiness

Happiness drives better decisions

Good design leads to happiness

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connecting dots

how do we connect our ideas

with what really works?

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best practice

Imagery with human-focused interactions creates higher emotional connections

humanization

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best practice

Use of specific personas and situation further emphasizes personal story

humanization

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best practice

Context relays the bigger picture without the need for explanation

humanization

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best practice

‘How to’ imagery or video reduces the need for lengthy text and additional pages

product positioning

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Execution &

return on investment

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DESIGN PRINCIPLES

UX/UI

User Centric DesignRelationship and trust drive experience design decisions

Iterative Design

Progressive Enhancement

Responsive Design

Version n

Short cycles of high impact improvements to brand

CONTEXT IS EVERYTHING

Allows for accessibility across all browsers and connections.

Delivers the best UX for the appropriate device & browser

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process

Research and planning

Features and functionality

User characteristics & stories

SWOT analysis (internal)

User journeys & flows

Map user stories to flows

Validate user interactions

Hand off detailed wireframes

Design exploration / concepts

Present, review and iterate

Ongoing stylistic refinement

Creation of high-fidelity assets

Code HTML5/CSS3 templates

Include interaction demos with jQuery/JS

Start QA and browser testing

QA and internal testing on target browsers / devices

design planning

wireframing & flows

visual design

front-end development qa / testing

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where we are

Research and planning

Features and functionality

User characteristics & stories

SWOT analysis (internal)

User journeys & flows

Map user stories to flows

Validate user interactions

Hand off detailed wireframes

Design exploration / concepts

Present, review and iterate

Ongoing stylistic refinement

Creation of high-fidelity assets

Code HTML5/CSS3 templates

Include interaction demos with jQuery/JS

Start QA and browser testing

QA and internal testing on target browsers / devices

design planning

wireframing & flows

visual design

front-end development qa / testing

We Are Here

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scheduleWe Are Here

Map user stories to flows

Validate user interactions

Hand off detailed wireframes

wireframing & flows

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real world

case study

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audience

jane

smith

Business Owner

Steve

hollister

Retired Lawyer

sarah

chang

Single Mom

apparent problem: Need to loose weight

actual problem: feeling lonely & scared

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3d matrixWho: What type of customer?

Where: In which places do they access their information?

What: Why are people accessing their information?

Financial Advice OnlineHome (desktop/laptop)

ASPIRING

ASPIRING

RECOVERING

MONEY MINDER

IMMATURE CREDIT

OFFICE (desktop/laptop)

CC/ LOAN (MOBILE)

CAR DEALERSHIP (MOBILE)

OPEN HOUSE (MOBILE)

home making

Financial repairs

Financial planning

insight / education

55

/50

Aspiring Recovering Money Minder Novice / Immature

Credit Report CardBest Matches

Educational Articles

Credit Report CardBest Matches

Educational Articles

Credit Report CardFraud Risk

Credit Report CardEducational Articles Products

Want to get a handle on their credit to plan out next financial

steps

Credit is in bad shape - need to see their current situation and

seeking help to fix it

Want to keep an eye on their credit to make sure they are

secure going forward

Needs to be educated on credit and how it effects them Triggers

Home pageEducational articles

Find a Loan

Home pageEducational articles

Products for Bad Credit

Home pageProducts for Good CreditIdentity Theft Protection

Home pageProducts for Students

Products for No/Low Credit

Content(top traffic pages)

lifestyle articlesexpert blog articles

estimators and calculatorsproduct comparisons

topical partner articlesEducational articles

planning tools

CRC widgetforum widget

expert blog articlesestimators and calculators

partner offerscrc widget

planning toolsproduct comparisons

Tech Tools

Home Loans/MortgagesCards for Good Credit

Cards for Bad CreditBalance Transfer Cards

Personal LoansCards for Excellent Credit Student Cards

Cards for No/Low Credit Partners

2D matrix

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matrix TO Flow

forum

credit estimator

Dashboard

article

signup

widget

Money Minder

Monitor good creditPrevent new risks

Find high-reward products

Goals:

Credit Card Vendor

Pre-qualify low-risk clientDevelop brand loyaltyReduce cost of service

Goals:

product offers

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finally

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designing

steve jobs greatest success

wasn’t designing products, it was designing apple

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Thanks

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